Björn Borg set to drop undies on North Korea

Published: 15 Oct 2013 07:15 GMT+02:00

Residents of Pyongyang may soon find themselves taking cover as Swedish underwear brand Björn Borg prepares to 'love-bomb' the North Korean capital with 450 pairs of underwear as a part of its 'weapons of mass seduction' campaign.

The Drop is part of the company's autumn campaign 'Björn Borg Says JA! to Weapons of Mass Seduction'. The weapons in question are, unsurprisingly, Björn Borg underwear.

"We wanted to create a way to spread our campaign, these weapons of mass seduction we have," Jonas Lindberg Nyvang, marketing and communication manager of Björn Borg, told The Local. "We wanted to do it in an online way where people could nominate a place in the world, a place in need of love and seduction. And we're dropping 450 pairs of underwear on the winning location."

On Wednesday the campaign website experienced a traffic surge from South Korea. Overnight the site received over 100,000 unique visitors from the country – and over 25,000 votes to 'bomb' North Korean capital of Pyongyang with sexy Swedish underwear.

"We don't know if Pyongyang will win," Nyvang told The Local on Monday, with 16 days left of the campaign. But right now the chances are 25 to 1, with a Swedish university in second place with a meager 1,000 votes.

The company has stated that the drop, set to take place on October 31st, will go on if North Korea wins - if at all possible.

"We have honestly no idea on how to drop our underwear over North Korea, but we have started looking into if there is a way," global marketing director Lina Söderqvist said in a press statement. "If they win, we will of course do everything that we can to send some love and seduction to the North Koreans."

About 70 percent of The Drop's traffic right now is from South Korea - a remarkable number given that the company hasn't done any campaigning in the country.

"We haven't done any marketing to South Korea, we don't even have distribution there. It just happened," Nyvang told The Local. "There must have been some serious interest in love-bombing North Korea. The internet moves in mysterious ways."

After South Korea the country with the most votes is Sweden, with Chalmers University of Technology in Gothenburg in second place, and the Swedish Left Party (Vänsterpartiet) in third.

"The motivation for the nomination of Chalmers is that there are lots of students who desperately need some proper seduction skills," Nyvang told The Local. "And the Left Party is the least sexually satisfied political party in Sweden. We can't help you win the next election, but we can help you in other areas," he added with a laugh.

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